At Coca-Cola Summer Love 2015, a camp-like teen event held each year in Ganei Huga, Israel, Coca-Cola creates a moment that feels like magic. A teenager opens a special bottle, and a shooting star appears in the sky.
The mechanism is built into the packaging. Working with Gefen Team and Qdigital, Coca-Cola equips special bottles so that opening one sends a Wi-Fi signal to one of three drones. The selected drone flies up to around 1,000 feet and releases a firework that resembles a shooting star.
Why this is more than a stunt
This is a clean example of connected packaging used as an experience trigger. The bottle is not a container for a message. It is the switch that activates the experience. That makes the brand action feel causal and personal, because the spectacle happens at the exact moment of interaction.
The pattern to steal
- Put the trigger in the product. The experience starts when the customer does something real, not when they scan a poster.
- Make the payoff visible. A shooting star in the sky is instantly understood, even without explanation.
- Design for shared proof. Spectacle that happens above a crowd is naturally recorded, talked about, and replayed.
A few fast answers before you act
What is Coca-Cola “Wish in a Bottle”?
A Coca-Cola Israel activation where opening specially made bottles triggers drones to launch fireworks that resemble shooting stars.
Where does it take place?
During Coca-Cola Summer Love 2015, a teen event held in Ganei Huga, Israel.
How does the trigger work?
Opening a bottle sends a Wi-Fi signal to one of three drones, which then flies up and releases a shooting-star-style firework.
What is the core experience design idea?
Use connected packaging to turn a normal consumption moment into a visible, shareable experience that feels personally triggered.